In a move that took many by surprise, Louis Vuitton, the French luxury house better known for its monogrammed leather goods, releases a range of smartwatches under its existing Tambour line of conventional timepieces. The Tambour Horizon is the latest addition to the Tambour family debuted 15 years ago. 

The Android Wear-powered smartwatch is the newcomer to the luxury smartwatch market pioneered by TAG Heuer’s Connected (TAG Heuer is also under the control of conglomerate LVMH) and later joined by the likes of Apple Watch Hermès, Frederique Constant Horological Smartwatch, Breitling Exospace B55 and Montblanc Summit.  

Although this is Louis Vuitton’s first effort, the company isn’t keen on being just another smartwatch maker in an increasingly crowded marketplace. “For us, aesthetics is non-negotiable,” says Michael Burke, chief executive of Louis Vuitton, in an interview with the New York Times. “You can sit on the sidelines and watch, or dive in and participate and try to influence where things go. We’re diving in.” 

Powered by Google’s smartwatch operating system and Qualcomm’s electronics, the Tambour Horizon is everything you would expect—email notifications, fitness-related counters and plenty of supported apps. It has Bluetooth and WiFi connectivity but lacks a heart rate monitor. With that being said, the 42mm smartwatch clearly has a lot going for it. For starter, there is a choice of 30 different strap designs each for both male and female, which can be changed with ease.  

It is also pre-loaded with the Louis Vuitton city guides, which act a concierge, providing you with recommendations and attractions nearby based on location setting, as well as a travel app to track flights.  

As a final note, in case you wonder, there is an emblematic monogram strap available.